Optimized and cost-effective behavior studies via VR: a serious game of wayfinding at PVG

Abstract Two-dimensional spatial analysis and trajectory-based environmental behavior research are widely used methods for investigating pedestrian wayfinding behavior. However, they often struggle to balance efficiency and granularity. This study draws inspiration from serious games to develop an online VR-based wayfinding platform for behavioral research, aiming to enhance data collection and improve resolution. A virtual replica of Satellite Terminal 1 (S1) of Shanghai Pudong International Airport (PVG) was created, providing participants with an immersive and intuitive environment. Accessible via any compatible web browser, the platform utilizes a browser/server (B/S) framework, significantly reducing the cost and complexity of behavioral data acquisition. Wayfinding tasks were designed with competitive mechanisms and reward-based elements to encourage public participation and exploration. Within three days of the platform's launch, 370 participants completed wayfinding tasks, generating a rich dataset of 2,746 trajectories and observed behaviors with spatial accuracy at the decimeter level and temporal accuracy at the second level. This study demonstrates that a gamified VR-based platform is a viable approach for researching navigation behavior, offering notable advantages in cost-effectiveness, participant engagement, and data acquisition efficiency.